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Cerebrio, LLC Crowd Sourcing: The Wisdom of the Crowd, or The Tyranny of the Mob? Wm F. Marovitz, PhD President and CEO An OMNICOM Group Company.

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Presentation on theme: "Cerebrio, LLC Crowd Sourcing: The Wisdom of the Crowd, or The Tyranny of the Mob? Wm F. Marovitz, PhD President and CEO An OMNICOM Group Company."— Presentation transcript:

1 Cerebrio, LLC Crowd Sourcing: The Wisdom of the Crowd, or The Tyranny of the Mob? Wm F. Marovitz, PhD President and CEO An OMNICOM Group Company

2 Cerebrio, LLC History of Publishing

3 Cerebrio, LLC History of Publishing

4 Cerebrio, LLC Base of Inventions

5 Cerebrio, LLC Social Issues

6 Cerebrio, LLC Galileo, An Example of Intellectual Freedom vs. Authority …and his last laugh?

7 Cerebrio, LLC Modern Publishing

8 Cerebrio, LLC Academic Scholarship

9 Cerebrio, LLC Academic Scholarship

10 Cerebrio, LLC Quoting your sources

11 Cerebrio, LLC Honesty

12 Cerebrio, LLC Ethical

13 Cerebrio, LLC Original Expression

14 Cerebrio, LLC Withstand Peer Review

15 Cerebrio, LLC Dissemination of Ideas

16 Cerebrio, LLC Publishing Company Matching Market Needs to Distribution of Intellectual Properties

17 Cerebrio, LLC Publishing Company

18 Cerebrio, LLC Marketing

19 Cerebrio, LLC Sales

20 Cerebrio, LLC Administration

21 Cerebrio, LLC Editorial

22 Cerebrio, LLC Production

23 Cerebrio, LLC New Technologies

24 Cerebrio, LLC Evolved Publishing Company: Production

25 Cerebrio, LLC The Wisdom of the Crowd

26 Cerebrio, LLC Wisdom of the Crowd  The concept that the aggregate wisdom of many people is better than the work of an individual is not new. A few examples: –Stock Markets –Marketplace determination of price of oranges, and everything else –Spot Oil markets –Ox weighing, Jelly Bean Jar Number Guessing —One example, Sir Francis Galton (1822-1911), a British Scientist, believed that "the stupidity and wrong-headedness of many men and women being so great as to be scarcely credible.“ To his surprise Dalton noticed a contest to guess the weight of an ox. The average of the crowd came within 1 lb of the weight of the animal.

27 Cerebrio, LLC Originality vs. the Herd  When you consider great creative future-changing events or concepts —Galileo, Newton, Darwin, the Framers of the US Constitution, Einstein, Watson & Crick — all individuals or small groups –The introduction of such novel concepts were often long coming or had a difficult path. Consider the frequent problems or difficulties getting ideas accepted against censors, authorities, peer-review and/or against the structure of the societies to which these individuals belonged

28 Cerebrio, LLC Social Networks

29 Cerebrio, LLC Market Survey: Taylor Nelson Sofres (TNS) and MySpace Survey  To determine how people use social networks (“SN”); 3,000 people 14-40  Level of emotional commitment to SN is high  Developing trends  Results –Individuals from 14-40 spent more time on SN than surfing the net –By a survey instrument Identified ~10% who were “Future “Shapers ; FS”; value to marketers for a future look. — FS tended to be more educated, slightly older. Slightly more female about fifty percent are married (15% > than most social networkers —Very media driven with the exception of console games —Very driven by interaction as compared to more passive media

30 Cerebrio, LLC Entire Social Networking Population versus “Future Shapers” Hours Spent per Week Redrawn from:Taylor Nelson Sofres (TNS) and MySpace Survey

31 Cerebrio, LLC Social Networks, Virtual Friendships  The nature of branding seems to be different in Social Network environments. –The experience is based on “friending” not on apparent hierarchical structure —But what lurks “under the hood”?  Four Precepts (from TNS and MySpace Survey ): –Communications Brand communication must integrate “friending”, wireless interactivity, instant communications –Consistent Expression As consumers increase their social networking, brands must use parallel presence to remain consistent across various modalities and within a social network environment –Sharing Future Shapers will carry brand messaging internal to social networks. Providing tools, and supporting facilities can strengthen a brands platform –Passion Social Networks build passion and strong affiliation that can be extended from the network onto brands that pay attention

32 Cerebrio, LLC Using Virtual Friendships  Company must understand network structure and the depth of friending to successfully build brand –The Social Network becomes the source of the authority to authenticate the “knowledge” or correctness —Self-contained authority stemming from the group itself –Compare this to the use the Encyclopedia Britannica and its external authority; the company vs. the readership/customer –In a network the developed product is not separable from the community; nonetheless the largest percentage of the user base is not active  Specialized (Sermo, to be discussed later), authenticated networks may be both inherently safer with regard to exposure of participation, but potentially more limited and control has the potential for becoming very undemocratic and controlled

33 Cerebrio, LLC Wikipedia Organization

34 Cerebrio, LLC Wikipedia Organization

35 Cerebrio, LLC Wikipedia Foundation

36 Cerebrio, LLC MediaWiki Software

37 Cerebrio, LLC Organizational Structure

38 Cerebrio, LLC Wikipedia Community

39 Cerebrio, LLC Wikipedia Community

40 Cerebrio, LLC Principles

41 Cerebrio, LLC "Pillars of Wisdom"

42 Cerebrio, LLC Problems

43 Cerebrio, LLC Different From Conventional Encyclopedias

44 Cerebrio, LLC Warnings from the “pages” of Wikipedia  Caution: It is always considered a bad idea to cite an encyclopedia in academic research papers.  Do your research assignment properly. Remember that any encyclopedia is a starting point for research, not an ending point.  However, citation of Wikipedia in research papers may not be considered acceptable, because Wikipedia is not considered a creditable source.  While reading Wikipedia articles for research, remember to consider the information carefully, and never treat what is on Wikipedia as wholesale truth.  “Even Wales has been caught airbrushing his Wikipedia entry—eighteen times[34] in the past year. He is particularly sensitive about references to the porn traffic on his Web portal. "Adult content" or "glamour photography" are the terms that he prefers, though, as one user pointed out on the site, they are perhaps not the most precise way to describe lesbian strip-poker threesomes. (In January, Wales agreed to a compromise: "erotic photography.")”[34]

45 Cerebrio, LLC Wales Interview  Q - How does Wikipedia stack up to Britannica?  By number of entries, we're about six times as large, but that's an unfair comparison, since we slice up entries differently. The fairest comparison is by number of words, and we're twice the size of Britannica by that count….  An interesting comparison, not to Britannica but to other top sites, is traffic. We now have more traffic than Paypal, more than, and we're close to We're doing this all with volunteers who are managing the servers and doing everything themselves, and that's pretty astonishing.  I was recently on a panel with the head of He said they have 300 million pageviews a month. I said that's good; we have 400 million. Then he said he had 180 people on staff. I said I have one part-time person who helps me with the servers. There's something new going on here. It's not about broadcast, it's about interaction. Google Search 9/10; “How does Wikipedia Make Money”

46 Cerebrio, LLC Does Wikipedia Make Money?  Q - Do you have any plans to sell Wikipedia or make money from it?  “Not Wikipedia. I do have Wikicities, a for-profit venture, on the side. But I'm pretty firm about the big-picture mission about Wikipedia: it's a free encyclopedia for every person on the planet. That's what drives my entire life. I have enough money that I don't need money. I mean, I have a Ferrari. OK, now what? Let's do something cool. It's more cool to think about totally changing the landscape - for example, by radically undercutting the market for proprietary textbooks.” Interview: Wikipedia's Jimmy Wals by Mark Hurst, March 10, 2005

47 Cerebrio, LLC A Sector-Based Closed Community Networking Site  Sermo (Latin for conversation) formed an Alliance with the AMA (May 30, 2007) –Closed physician-only community; only authenticated at time of joining; as of 4 months ago claimed 20,000 physician members (~600+K physicians in USA) –All postings accompanied by questionnaire, all postings are graded by community —Participants directly rated over their history of postings. Not all equal  Commercial groups can “pay to watch”; and pose questions to the group. This can give nearly immediate answer to marketing issues  Claim that Serno’s community “has changed the practice of medicine; “makes good medicine great”  Same worrisome issues as with Wikipedia, but here user authentication at time of registration authenticates each member is a practicing physician provides some minimum “authority” and establishes a true “peer” relationship.  Company claims principle driver of physicians joining is professional loneliness –We often have a large city bias in thinking about physicians, but rural practitioners and specialists in relatively good sized towns have few peers and are “professionally lonely”

48 Cerebrio, LLC Other Social Networking Sites

49 Cerebrio, LLC A Word on Blogs  Vanity and/or Personal Publishing has long been with us  Recent developments have allowed individuals to more cost-effectively produce and sell hard books that are self-published without printing to inventor, and using the Internet as sales vehicle  Amateur authors write on any topic they choose and direct their work to niche markets that are so small that they can never be commercialized  Similarly, the Internet has allowed the dissemination of large uncontrolled social networking sites such as Facebook and MySpace (college-age and now everyone), LiveJournal (personal journals), Linkedin (business), and many others  But mainstream media and the blogosphere are merging. Consider Murdock’s recent purchase of MySpace; blending the two into one empire.  There are risks-- the case of Dr. Robert P. Lindeman, a pediatrician and blogger who commented on his own trial, and subsequently under oath admitted that he was “Doctor Flea”. Case resulted in large cash settlement shortly after he was outed. How anonymous is any one on the web? –Another Blogger made the distinction between Sermo and medical blogs, “It’s in Sermo’s closed nature and authentication of all members as physician”

50 Cerebrio, LLC Social Networks—So What?  Surprising level of participation changes the $ value of IP  Who or what drives a crowd; when does a crowd become a horde? –Are new ideas blunted? Erosion of personal accomplishment? –Delphi Programs (Rand Corp) method to lead group to consensus (blunted output?)  Who or what owns the IP, Copyright, Trademarks, Patents, derived products? –Does such group sourcing simply redefine all of the above?  What about licensing from a tax exempt entity to a taxable one? What is the tax consequence of building a resource that then gets exploited commercially. Do you expense or capitalize the taxable value of base?  When does an ethical society become a crowd and inversely?  Potential for developing specific niche markets that could never be financially viable  Currency is unlikely to be met by conventional IP

51 Cerebrio, LLC Some Personal Views on Markets  We may be concerned about the cannibalization of our products, but users couldn’t care less  If you give data away for free, someone still makes money. If you do a Google search and the content is good you return to Google. Ads get displayed, money does change hands, it just may not be your hands  As the “fire hose” of information increases in volume it becomes more difficult to drink. Specialized, very high-value publication assembled from “free content” becomes a very real opportunity. This is much more than simply being a search agent, it is a very real publishing business, maintaining standard academic methods and analysis, just for a very small audience

52 Cerebrio, LLC Wm. F. Marovitz, PhD or

53 Cerebrio, LLC Backup Slides

54 Cerebrio, LLC Summary

55 Cerebrio, LLC Summary

56 Cerebrio, LLC Summary

57 Cerebrio, LLC Modern Publishing

58 Cerebrio, LLC Academic Scholarship

59 Cerebrio, LLC Academic Scholarship

60 Cerebrio, LLC Quoting your sources

61 Cerebrio, LLC Honesty

62 Cerebrio, LLC Ethical

63 Cerebrio, LLC Original Expression

64 Cerebrio, LLC Withstand Peer Review

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